- ScottsMiracle-Gro, the buyer lawn and garden care products company, announced a partnership between its Miracle-Gro brand and residential decor and gardening expert Martha Stewart for a new “Gro Like Martha” campaign launching today (April 8), in accordance with a press release.
- The campaign intends to shift the perception of gardening as complex while touting the advantages of using the correct dirt. The approach includes educational content like video spots and an “Ask Martha” newsletter on the Miracle-Gro website.
- The effort, handled by new creative agency of record The Martin Agency, may even span mass-reach premium linear cable and connected TV (CTV), sponsorship of season two of “Martha Gardens” on the Roku Channel, audio, in-app integrations and paid social.
Miracle-Gro is pulling back the curtain on Stewart’s gardening secrets with the launch of “Gro Like Martha,” a campaign that would help the marketer reach new audiences, including those that could also be less experienced with gardening and in search of suggestions. Gardening got a lift as a preferred hobby throughout the pandemic, a trend that research suggests stays strong.
Stewart, who has turn into something of a marketing staple these days, also appeared in ScottsMiracle-Gro’s debut Super Bowl ad in 2021 alongside stars including John Travolta and the late Carl Weathers.
Throughout her partnership with Miracle-Gro, Stewart will share suggestions and encouragement to gardeners via educational content. Included in the promoting campaign is a 30-second spot, “Dirt Nerd,” which stars Stewart alongside her well-known head gardener, Ryan McCallister, explaining why good soil matters, expressing that “it truly is in regards to the dirt” while touting the advantages of Miracle-Gro. A 15-second spot, “Raised Bed,” again reveals Stewart’s gardening secret as Miracle-Gro — together with McCallister.
“Gro Like Martha,” developed with creative AOR The Martin Agency, showcases the new Miracle-Gro Organic Raised Bed & Garden Soil, a quick-release natural fertilizer. The campaign also comes because the brand unveils its new Miracle-Gro Organic All Natural Mulch. Alongside linear cable placements, the hassle will span CTV, including integrations on “Martha Gardens” on the Roku Channel, helping to make sure the campaign is seen even amongst cord-cutting consumers.
Additionally, the campaign will include paid content across Meta, TikTok, Pinterest and Snapchat, in-app integrations on apps Uber, Zillow and mobile game Stardew Valley in addition to in-stream audio placements on iHeartRadio and Pandora. Extending to a wide range of different channels could help Miracle-Gro construct stronger brand loyalty amongst each experienced gardeners and those that could also be just starting their gardening journeys, including younger, digitally driven consumers.
ScottsMiracle-Gro is predicated in Columbus, Ohio and bills itself because the world’s largest marketer of branded consumer products for lawn and garden care with roughly $3.6 billion in sales. Also included in the corporate’s purview alongside Miracle-Gro are its Ortho and Scotts brands.
Miracle-Gro is amongst a growing list of brands who’ve teamed with Stewart. Tito’s Handmade Vodka last 12 months paired with the celebrity for a campaign focused on how one can put vodka to good use during Dry January, a month where some consumers challenge themselves to abstain from alcohol consumption. Others, including Pure Leaf, Oreo and BIC, have also enlisted the star, with the latter’s effort centered around pot-smoking holiday April 20.
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